consumer buying decisions: high and low involvement purchase

Consumer buying decision

Consumers buy products for ultimate use. It is important to understand how they actually make their buying decisions. The buying process influences their buying decisions.

Consumer buying process varies with the type of buying decision. Buying decisions can be classified into:

•  Low involvement purchase

• High involvement purchase

• Low involvement purchase.
  When a consumer buys a low cost frequently purchased item that they are very familiar with, purchase decisions are usually routine. This type of purchase is what is known as a Low Involvement purchase.
  Good examples of low involvement purchases might be buying bread, milk, soft drinks, yoghurt or many other ‘everyday’ grocery purchases

• High Involvement
  When a consumer buys more expensive less frequently purchased products in an unfamiliar category, purchase decisions are more about problem solving. This type of purchase is what is known as a High Involvement purchase.